By Bree Greenawalt, firstname.lastname@example.org
Sr. Manager of Data & Events, Lessiter Media
When is the last time you’ve thought about your company’s audience development process? Your audience should be your most valuable asset, but keeping it clean and filled with the right prospects can be a challenge filled with lots of questions...
- Where do you maintain the data?
- What efforts do you put in to ensure you’re communicating with a live person?
- How much are you spending to keep the information up to date?
- How often is someone analyzing the data and making strategic decisions about it?
- Who is responsible for the process and evolving it?
If you’ve worked in sales for any length of time, you know that the quality of your sales prospect list will determine your success or failure, further highlighting the importance of making sure your audience development process is buttoned up properly.
Even if you’re the most experienced salesperson at your company, if you’re reaching the wrong people — or unable to reach entirely due to bad contact information — you will have no impact on their desire to purchase your product or service.
I’ve been with Lessiter Media for nearly 17 years and I’ve seen many innovative things that marketers have done with the plethora of new tools at their disposal — promotional emails, social media, podcasts, programmatic advertising, and the list goes on. One thing hasn’t changed... not everyone is cut out for the art of in-house audience development. That's why I've put together 5 ideas to help you breathe some life back into your in-house efforts.
In the past 10 years, we’ve spent nearly $3.5 million on developing our audiences — including perfecting and testing list selections, telemarketing, email opt-ins, faxes, eGuide, podcast and webinar development, social media, web tools, USPS optimizations, independent circulation audits, live and digital conference attendance and more — to help determine who is proven to spend and invest and who isn’t.
We've also developed customized programs to help companies just like yours maximize their marketing efforts geared towards growing the correct audience and qualified sales leads.
If you'd like to learn more about some of the things we've been doing or have any questions on how we can utilize our audience to best meet your company’s needs, feel free to shoot me a note or give me a call.